Don’t Be Afraid of Fractional
Kori Dyer Mastroieni I 8-6-24
For the past 15 years, I've navigated the editorial, brand, and retail landscapes both in-house and as an agency partner. From my time as a designer at Vogue and L'Oréal to campaign direction with American Express and Macy's, I've had the privilege of learning from very impactful leaders (often freelance) at the forefront of the industry.
Seeing how these individuals brought freshness and a human touch to otherwise corporate spaces led me to deeply appreciate the value of the fractional model. Now as an independent creative, specializing in video-driven shopping - my obsession with Fractional has skyrocketed. It's completely disrupting the old-school agency model.
Fractional expertise, which bridges the gap between founders, CEOs, and C-suite executives, is incredibly impactful. By working with multiple brands, fractional experts provide relevant and timely insights, addressing stagnancy, breaking down silos, and fostering transparency. In complex scenarios where solutions aren't always clear and roadblocks are (well) around every corner, the fractional model shines. It emphasizes discovery, listening, and learning, and places a high priority on team morale and energy. People first, process second. Timing and strategic action are crucial, with a focus on building, growing, and transforming.
Collaborating with April Uchitel and has further proven that the fractional way is key - it's a cost-effective, flexible solution that provides access to specialized talent with reduced risk. WE ARE THE BOARD offers a curated community where brands can connect with top fractional experts, unlocking opportunities for businesses at all stages—whether they’re startups, transitioning companies, or established firms seeking a fresh perspective.
Fractional leadership promotes transparency, empowers teams, and drives change. It’s a powerful way to build strong, dynamic brands that resonate across all platforms. Don't be afraid of fractional - it's the way of the future!
